Information and Knowledge Management www.iiste.org ISSN 2224-5758 (Paper) ISSN 2224-896X (Online) Vol.6, No.11, 2016 47 Customer Knowledge Management towards Customer Attraction from managers’ perspective; a Case Study of Arab Bank in Amman City, Jordan Dr. Hadeel Sa’ad Al-Hyari * School of Business Administration, Balqa Applied University, PO box 19117, Salt- Jordan Abstract The daily accelerating changes in business environment has recently made the banks competition amongst banking industry more complicated; as a result there has been increased focus on customer and Customer Knowledge Management (CKM) concept. Moreover, customer knowledge has become a key competitive factor and developed to be highly considered in globally, as a result; being a successful competitor in banking industry needs to put into consideration an important element which is called ‘Customer’. This paper aims to introduce a theoretical framework of CKM combined with Customer Attraction process by employing CKM toward gaining new customers in Arab Bank in Jordan. The methodology conducted as a data collection tool using a questionnaire and the data was collected from (38) branches managers of Arab Bank in Amman, Jordan. Besides, literature review was conducted to determine the concepts of integrating CKM toward customer attraction process to deliver the suggested Customer Knowledge Attraction Model (CKAM). The study findings reveal that there is a positive effect of customer knowledge management towards customer attraction in Arab Bank Keywords: Knowledge Management, Customer Knowledge Management, Customer Relationship Management, Customer Attraction, CKAM, Arab Bank, Jordan. 1. Introduction With the acceleration of business environment changes and the entry of new competitors, Knowledge as a key competitive factor in the global economy is highly considered, but for the successful presence in today's dynamic market, it is important to pay attention to an important component that is called customer (Madhoushi et al,2011). It is evident that there is a strong competition among banks and business as a sort of rapid change in the business environment; therefore they start thinking of how to improve their performance and processes, hence; knowledge has become a key source for organizations to improve the competitive advantage (Alhawari et al., 2008). Moreover, organizations begin to rediscover the value of the customer at the same time they are rediscovering their own sense of purpose and position in the marketplace. With today’s products and services made available through a variety of delivery mechanisms, an integral relationship with customers may be essential. Customers are often cited as one of the most important assets of contemporary organizations (Pavicic et al, 2010 ). Customer relationship management (CRM) and knowledge management (KM) initiatives are directed towards the same goal which is the delivery of continuous improvement towards customers (Salomann et al, 2005). This paper presents the concept of customer knowledge in three main perceptions: knowledge about customer, knowledge for customer, and knowledge from customer. Additionally, the paper introduces a theoretical framework in KM combined both CKM and CRM through concentrating on Customer Attraction. This paper will explore the effect of CKM on customer attraction from the point view of mangers in Arab Bank in Amman, The paper is structured as following: section two exhibits the literature studies for KM, CRM, CKM, and Customer Attraction and their relation between CKM and Customer attraction process, then section three presents a conceptual model for customer knowledge management towards customer attraction CKAM, and section four presents research methodology, and the last section presents the conclusion. 2. Study Aim and Objectives The aim of this study is to identify the effect of Customer Knowledge on Customer attraction. The objectives of this study are as following: • To explore CKM and its three main factors • To explain Customer attraction processe concept.